: The written individual assignment will count toward 100% of your overall module mark. It has been designed to assess your ability to: • critically evaluate
branding strategies and campaigns; • demonstrate awareness of the academic research findings in br

Order Description
The assignment consists of 3 separate parts.

1. Read the case “Benetton Group: Evolution of Communication Strategy” and answer the following questions using the concepts/terminology covered in the module. (40
points)
• What effects did the shock advertising campaign have on the company’s performance and brand image?
• Do you agree with Benetton’s decision to drop the use of shock ads and return to the use of more conventional ads in 2001?

Support your arguments with findings from literature (covered in the required and recommended reading). Introduction and conclusion are not expected.

2. Read the “Yeo Valley Organic” case and answer the following questions using the concepts/terminology covered in the module. (40 points)
• How did the company’s 2010 campaign benefit the company’s performance and brand image? What could be the potential disadvantages of that and following marketing
campaign The Churned “Forever”?
• Look at the homepage of Yeo Valley’s website and briefly discuss how it reflects the company’s brand strategy. From the brand marketing point of view, how does Yeo
Valley’s page differ from its competitor’s, Rachel’s?

Support your arguments with findings from literature (covered in the required and recommended reading). Introduction and conclusion are not expected.

3. One of the research priorities outlined by Keller and Lehmann (2006) is to investigate the effect of negative associations on brands. Conduct a literature review
for 5 most relevant academic articles published between 2006 and 2015 on that topic and discuss how it has been explored by marketing scholars in the recent years. (20
points)

Start your search for articles by using the following or similar command in Google Scholar: allintitle: brand “negative publicity” OR “negative word of mouth” OR
“negative feedback” OR “product failure” OR “negative reputation”
Narrow your search down by giving priority to the articles published in the following Marketing academic journals: Journal of Marketing, Journal of Marketing Research,
Journal of Consumer Research, Journal of Consumer Psychology, Marketing Science, Journal of the Academy of Marketing Science, International Journal of Research in
Marketing, Journal of Brand Management, Journal of Retailing, European Journal of Marketing, Industrial Marketing Management, International Journal of Electronic
Commerce, International Marketing Review, Journal of Advertising, Journal of Advertising Research, Journal of International Marketing, Journal of Marketing Management,
Journal of Services Marketing, Marketing Letters, Psychology and Marketing. Finally, select the most relevant articles.

Present your literature review in a form of a well-structured concise summary with a short introduction and conclusion (critical analysis is not expected).

The word limit for this assignment is maximum 2500, including tables. There is no word limit for the references. You can split the word count in the following way.
• Part 1 (Benetton case) – maximum 1000 words
• Part 2 (Yeo Valley case) – maximum 1000 words
• Part 3 (literature review summary) – maximum 500 words

You can include tables in the assignment, but no diagrams, charts, or other graphical illustrations should be included anywhere in your submitted work (please do not
include appendices – everything should be included in the main text or references). If you choose to include tables, they cannot be included as images.